Luke Sword
USANA
Park City, UT
In My Own Words
An omni channel marketer focused on branding and product innovation with an eye toward technology integration in global and domestic markets. • Market Strategy and planning • Marketing Leadership • Marketing Automation • Product Management • Brand Management • Digital Marketing • Product Development • Product Positioning • eCommerce • Traditional Marketing • Direct Response Marketing • Brand Positioning • Advertising
Work Experience
Portfolio Director - Sport Nutrition, Weight Management, Energy, Digestive Health
USANA2017 – Present
Overseeing global product portfolio including Sports Nutrition, Weight Management and Digestive Health at a publicly traded industry leader with revenues exceeding one billion dollars in annual sales.
Senior Product Manager
Nature's Sunshine and Synergy World Wide2015 – 2017
A publicly traded company, Nature's Sunshine operates globally and sells hundreds of products in retail and direct channels. I'm overseeing product marketing initiatives for a variety of product categories including the strategy and architecture for the Synergy Elite Health launch in Asia November 2016 as well as the Trulum Skincare line introduction at the same time, both of which drove 17.6% growth ($13.4 Million) for Synergy in 2016. Overall I'm working with cross functional teams to evaluate and implement new market opportunities in Asia and Europe. Developing product concepts, brand strategy, product strategy, feasibility analysis, brand positioning, and managing product life-cycles to optimizing and innovate with consumer packaged goods in the nutrition, supplement and skincare industries.
Head of Marketing and Ecommerce
Pro Guide Direct / Gear Wise2013 – 2014
Lead a remote marketing and e-Commerce team supporting B2B SaaS marketing for outdoor products and influencer activation. We achieved significant momentum and proof of concept before funding was cancelled. Leveraged digital marketing, traditional marketing, digital product management, merchandising, interface design and public relations for both B2B and B2C arms of the organization, facilitating 100% growth over the previous 2 years Secured business development partners, Patagonia, Pure Fishing, The North Face, and Orvis Supported partnerships with World Fishing Network, Bonnier Corp’s Sport Fishing Magazine, and Frontiers Travel
Head of Marketing
PROBAR LLC2011 – 2013
Reversed sliding sales and gained rapid momentum with a vastly improved product and brand offering. Achieved 20% year over year growth three years in a row Rebranded and realigned product offering to sync with consumer experience needs Developed retail merchandising plan and executed display strategy Managed athletes, influencers, sponsorship events and trade shows Developed digital strategy, eCommerce platform, and digital marketing partnerships including Expert Voice, Amazon, and more
Marketing and Ecommerce Manager
Launch Pad, LLC2006 – 2011
Managed two direct to consumer campaigns both in the top ten DRTV campaigns nationwide... Brainetics and Fullbar Played critical role building Fullbar, LLC from a start-up concept to $30 million annually as well as a recognized national diet brand within three years Actively gathered product experience insights Managed marketing team of two and oversaw project management
Web Designer / Creative Director / Project Manager
Havoc Interactive / Havoc Labs2004 – 2006
Web Design / Creative Direction / Project Management Managed web based projects from concept through completion Managed resources and timelines Oversaw search engine marketing, social media, website design and development Implemented interactive digital marketing campaigns Acted as creative director while managing projects Web Designer / Advertiser Designed / front end developed websites Content management and implementation Developed website architecture and wire-frames Managed PPC Campaigns
Education
Masters of Business Administration
University of Colorado2006 – 2008
Masters of Business Administration
Industries
Activity
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